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What Focus Group Do?

A focus group is a small group of people who meet with a trained moderator to discuss a specific topic. It takes place in a neutral location to allow participants to feel comfortable sharing their honest opinions about products or services. This provides first-hand feedback that can help companies understand users and customers. Surveys also gather opinions but from a larger group through structured questions, while focus groups allow for open discussion. Both methods combined can provide valuable insights, with focus groups inspiring ideas and surveys validating findings with facts.

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66 views2 pages

What Focus Group Do?

A focus group is a small group of people who meet with a trained moderator to discuss a specific topic. It takes place in a neutral location to allow participants to feel comfortable sharing their honest opinions about products or services. This provides first-hand feedback that can help companies understand users and customers. Surveys also gather opinions but from a larger group through structured questions, while focus groups allow for open discussion. Both methods combined can provide valuable insights, with focus groups inspiring ideas and surveys validating findings with facts.

Uploaded by

Arabind Bal
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd

What Focus Group do?

- A focus group is a small gathering of people in an interactive


setting, generally a room or an online video conference, where they discuss a specific subject
under the guidance of a trained moderator. It takes place in a neutral location–as opposed to a
company’s own offices, for example—so customers can feel comfortable saying what they
really think about the products or services discussed.

This is a great way to hear first-hand feedback from actual users and potential customers.
Those who know how to run a focus group will build enough flexibility into the process to be
able to make changes on the fly, or dive deeper into a particular topic that may come up
during the conversation.

A survey is a questionnaire that’s sent or presented to a large number of people, whose


responses represent the attitudes and views of an even larger group. (Learn more
about sample size and another key concept, margin of error.)

Surveys tend to be classified as quantitative research, which provides conclusive answers in


the form of structured data: Statistics, trends, and so on. But surveys are great in that they can
also include qualitative questions.

 As a rule of thumb, if you want to have a conversation with your customers that will
help provide direction, pursue a focus group. If, however, you have well-defined
questions and need to reach a large group or multiple groups of customers.

 The combination of the two methodologies can also provide tremendous insight since
they can both be used for similar goals, such as A/B testing or product development
research. In conjunction, the focus group can provide the inspiration while the survey
may offer factual validation.

 You can even prepare for a focus group by conducting a survey to understand your
core demographic

 A focus group could be defined as a group of interacting individuals having some


common interest or characteristics, brought together by a moderator, who uses the
group and its interaction as a way to gain information about a specific or focused
issue.

 A focus group is typically 7-10 people who are unfamiliar with each other. These
participants are selected because they have certain characteristics in common that
relate to the topic of the focus group.

 The moderator or interviewer creates a permissive and nurturing environment that


encourages different perceptions and points of view, without pressuring participants
to vote, plan or reach consensus.

 The group discussion is conducted several times with similar types of participants to
identify trends and patterns in perceptions. Careful and systematic analysis of the
discussions provide clues and insights as to how a product, service, or opportunity is
perceived by the group.
WHAT FOCUS GROUPS CAN TELL YOU:
* Give information on how groups of people think or feel about a particular topic
* Give greater insight into why certain opinions are held
* Help improve the planning and design of new programs
* Provide a means of evaluating existing programs
* Produce insights for developing strategies for outreach

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